Scott Greggory, Chief Creative Officer

Monday, 07 April 2014 11:25

The World Needs to Smell Your Brand

Aroma Marketing

Phone Hell


That's what Jennifer Weaver wrote about the On Hold Marketing in the video above.

Jennifer was one of several judges at the 2014 Fifth District ADDY Awards, held March 15th in Akron, Ohio.

As a group, the judges presented BusinessVoice with a Silver ADDY for "Binkelmania," a humorous On Hold Marketing production created for Binkelman Corporation. The BusinessVoice entry now moves on to compete at the national level.

Sponsored by the American Advertising Federation, the ADDY Awards is the largest creative competition in the world. Over 40,000 local entries compete in 200 markets across the United States. The Fifth District competition follows the local competition and includes the best entries from Ohio, Kentucky and West Virginia.

For the fifth time, BusinessVoice has earned a Judge's Choice award at the northwest Ohio ADDY Awards competition.

At this year's ceremony, the MadAveGroup agency won two awards for the On Hold Marketing it created for Binkelman Corporation: a Silver ADDY Award and a Judge's Choice ADDY Award.

ADDY Judge Shaun Culbertson, Interactive Art Director at Adcom Group in Cleveland, Ohio, named the BusinessVoice entry his favorite for several reasons:

"I selected Binkelman's [On Hold Marketing] because of the unexpected comedy, quirkiness and edge! You actually want to wait on hold and hear what is said next. The script's humor is dry and sharp. The [music] and voices are catchy. I think it's very funny and creative. It paints Binkelman's personality as being comedic, but humble. I also like to see creative pushing boundaries and not too afraid to be a little on edge."

2014"That's exactly the response we're going for when we use humor on hold," said Scott Greggory, VP of Creative Services for MadAveGroup. "Humor is still underutilized in On Hold Marketing, so when you do hear it, it's a pleasant surprise. It draws you into the content, and allows us to deliver the marketing message to you painlessly."

Greggory, who wrote the award-winning production, says humor also makes the experience on hold more enjoyable for callers, while presenting the client as a company that cares about the time their callers spend on hold.

Listen to the award-winning On Hold Marketing production called "Binkelmania!" in the video above. 



Best Employers in OhioMadAveGroup has been named among the Best Employers in Ohio for 2013. In the annual survey conducted by and Best Companies Group, the agency ranked as the 8th best place to work in the "Small / Medium Company" category.

"We've always known we have a great environment here," said Jerry Brown, "but by comparing our company to so many others across the state, this survey and this award confirm it." Brown is the CEO of the MadAveGroup, which provides point-of-contact marketing services for clients throughout the nation from its Toledo, Ohio headquarters.

The best places to work are determined using a thorough company assessment. The two-part process gathers detailed information about participating companies. That information is then combined to produce a set of data which analysts use to determine and rank the strengths and opportunities of each company.

The image below is from the Best Employers in Ohio winners' book for 2013.

MAG Image

Ocean BankAlthough it's a relatively new concept, aroma marketing is already producing results in even the oldest of institutions, according to an article at Bloomberg's

Titled "What Should a Bank Smell Like?," the piece focused on the effect aroma marketing is having in several banks around the world.

SensoryMax client Ocean Bank was named as one of the banks using aroma marketing to its advantage. The Miami-based financial institution has been receiving great client feedback consistently since the SensoryMax team developed and implemented their customized aroma marketing program.

"Your sense of smell can contribute so much to your positive feelings about places and products," said Michael Seay, Director of SensoryMax. "Introducing aroma as a brand component is the next natural step for marketers. It helps a company more fully express its brand identity."

Signature scents also can improve consumers' familiarity and comfort level with a brand, as well as their memory of interactions with the brand, all of which can drive sales. (Read the complete Bloomberg article here.) 

To discuss the strategic use of Aroma Marketing, contact Michael Seay at This email address is being protected from spambots. You need JavaScript enabled to view it. or 419/724-7374. 

Page 27 of 35